Ordinance -master of business administration

Suggested Readings :

1. 
   Aaker, David, A.: Managing Brand Equity, New York, Free Press, 1991.
   
2. 
   Harsh V Verma: Brand Management: text and cases, Excel Books, 2008.
   
3. 
   S. A. Chunawalla: Compendium of Brand Management, Himalaya Publishing House 2004.
   
4. 
   Cpwley, Don. : Understanding Brands, London, Kogan Page, 1991.
   
5. 
   Czemiawskd, Richard D. & Michael W. Maloney : Creating Brand Loyalty, AMACOM, NY, 1999.
   
6. 
   Kapferer, J N. : Strategic Brand Management, New York, Free Press, 1992.
   
7. 
   Up shaw, Lyhh B. : Building Brand Identity: A Strategy for Success in a Hostile Market place, New York, John Wiley, 1995.
   
8. 
   Keller, Kevin Lana : Strategic Brand Management, Prentice Hall, 1998.
   

The list of cases and specific references including recent articles will be announced in the class.

MM-304: Consumer Behaviour

Max. Marks: 100

External: 70

Internal: 30

Time: 3 Hours

Note: The Examiner will set the question paper in two parts encompassing the entire syllabus. Part A will comprise 10 short answer type questions of 5 marks each. Part B will comprise of 5 questions of 10 marks each. A student is required to attempt any eight questions from the part A and any 3 questions from part B.
Objectives: This course primarily aims at sensitising towards behaviour that consumers display prior to, during and after purchase. The same is of utmost importance for the budding managers to understand as all the modern day corporate policies, directly or indirectly are framed keeping in mind the ultimate customers.
Course Contents:

The Field of Consumer Behaviour- Meaning, Nature and Scope, Historical Development, Contributing Disciplines and Consumer Behaviour and Marketing Strategy.
Consumer Involvement and Decision Making- A detailed framework for consumer decision making process and its marketing implications.
Internal Influences on Consumer Behaviour-

The Concept of Motivation and Its Marketing Implications; The Concept of Personality and Its Marketing Implications; The Concept of Perception and Its Marketing Implications; The Concept of Learning and Its Marketing Implications; Attitude Formation and Change

External Influences on Consumer Behaviour

Cultural, Sub-Cultural and Social Class Influences on Consumer Behaviour; Reference Groups and Their Influence on Consumer Behaviour; Family Influence on Consumer Behaviour; Opinion Leadership and Its Influence on Consumer Behaviour; Consumer Influence and Diffusion of Innovation

SUGGESTED READINGS

1. 
   Schiffman, L and L Kanuk, Consumer Behaviour, Prentice Hall, 10^th Edition.
   
2. 
   Blythe J, The Essence of Consumer Behaviour, Prentice Hall, Revised Edition.
   
3. 
   Blackwell, R.D, Miniard, P.W and J F Angel, Consumer Behaviour, Cengage Learning India Pvt. Ltd., 3^rd Indian Reprint.
   
4. 
   Louden and A Della, Consumer Behaviour, Tata McGraw Hill Publications, 2010.
   
5. 
   Peter, J. P and J.C Olson, Consumer Behaviour and Marketing Strategy, Mc Graw Hill, 2009.
   
6. 
   Henderson, S, Consumer Behaviour in theory and in Action, John Wiley and Sons.
   
7. 
   Assael, H, Consumer Behaviour- A Strategic Approach, Houghton Miffin, 2004.
   
8. 
   Journal of Consumer Behaviour, John Wiley and Sons Ltd.
   

The list of cases and specific references including recent articles will be announced in the class.

MM-305: Retail Marketing

Max. Marks: 100

External: 70

Internal: 30

Time: 3 Hours

Note: The Examiner will set the question paper in two parts encompassing the entire syllabus. Part A will comprise 10 short answer type questions of 5 marks each. Part B will comprise of 5 questions of 10 marks each. A student is required to attempt any eight questions from the part A and any 3 questions from part B.

Course Objective: Course objective is to acquaint students with conceptual frame work of retail marketing and changed face of retail business.

Course Contents:

Retailing- Meaning, Scope and importance of retailing in the economy. Functions and classification of retailers. The concept of Organized Retailing- issues and challenges in organized retailing. Growth of Retail in Indian Context. Understanding the retail customer- the need for studying consumer behavior, factors influencing the retail shopper, the consumer decision making process. Store location-types of retail locations, steps involved in choosing retail location, important factors for choosing a location. Store layout and Design: store layout- key considerations, importance of layout and steps for designing layout. Pricing the merchandise- methods and factors affecting the pricing decisions. Retail promotional strategies.. Customer Relationship management in retailing. IT applications in retailing. Non-store retailing: introduction, size of Indian market, classification of Indian market

Suggested Readings:

1. 
   Roger Cox and Paul Brittain: Retailing- An Introduction, Pearson Education.
   
2. 
   Barry Berman and Joel R. Evans: Retail Management- A Strategic Approach, Pearson Education.
   
3. 
   Swapna Pradhan: Retailing Management- Text & Cases, The McGraw-Hill Companies.
   
4. 
   Michael Levy, Barton A Weitz and Ajay Pandit: Retailing Management, TheMcGraw-Hill Companies.
   
5. 
   Arif Sheikh and Kaneez Fatima: Retail Management, Himalaya Publishing House.
   
6. 
   Chetan Bajaj, Rajnish Tuli and Nidhi Srivastava: Retail Management, OxfordUniversity Press.
   

The list of cases and specific references including recent articles will be announced in the class.

MM-306: Marketing Research

Max. Marks: 100

External: 70

Internal: 30

Time: 3 Hours

Note: The Examiner will set the question paper in two parts encompassing the entire syllabus. Part A will comprise 10 short answer type questions of 5 marks each. Part B will comprise of 5 questions of 10 marks each. A student is required to attempt any eight questions from the part A and any 3 questions from part B.
Objectives: The purpose of this course is to enable students learn the process, tools and techniques of marketing research.

Course Contents:

Introduction to Marketing Research, Importance, nature and scope of marketing research; marketing information system and marketing research; Marketing research process, Ethical issues in MR. Problem Identification and Research Design: Problem identification and definition: Development of a research proposal: Types of research designs. Data Resource: Secondary data sources and usage; Online data sources; Primary data collection methods - Questioning techniques, online surveys, observation method; Questionnaire preparation. Attitude measurement and scaling techniques - elementary introduction to measurement scales. Sampling Plan: Universe, sample frame and sampling unit; Sampling techniques; Sample size determination. Data Collection : Organisation of field work and survey errors - Sampling and non - sampling errors. Data Analysis: Hypothesis testing, tests of significance (Parametric & non - parametric) Univariate, bivariate and multivariate data analysis; Report preparation and presentation. Marketing Research Applications: Product research; Advertising research; Sales and Market research.

Suggested Readings :

1. 
   Boyd. H.W. Ralph Westfall and S.F. Starsh : Marketing Research: Text and Cases, Richard D. Irwin, Boston.
   
2. 
   Chisnall, peter M: The Essence of Marketing Research, Prentice Hall, New Delhi.
   
3. 
   Churchill, Gilbert. A : Basic Marketing Research, Dryden Press, Boston.
   
4. 
   Green Paul E. Donald S. Tull and Gerald Albaum : Research for Marketing Decision, Prentice Hall, New Delhi.
   
5. 
   Luck, D.J.: Marketing Research, Prentice Hall, New Delhi.
   
6. 
   Tull, Donald and Hawkin, Del : Marketing Research : Measurement and Method, Prentice Hall, New Delhi.
   
7. 
   Beri, G.C.: Marketing Research, Tata McGraw Hill, New Delhi.
   

The list of cases and specific references including recent articles will be announced in the class.

MM-401: International Marketing

Max. Marks: 100

External: 70

Internal: 30

Time: 3 Hours

Note: The Examiner will set the question paper in two parts encompassing the entire syllabus. Part A will comprise 10 short answer type questions of 5 marks each. Part B will comprise of 5 questions of 10 marks each. A student is required to attempt any eight questions from the part A and any 3 questions from part B.
Objectives : The basic objective of this course is to acquaint the students with environmental, procedural, institutional and decisional aspects of international marketing.

Course Contents:

International Marketing: Definitions, nature, scope and benefits; reasons and motivations underlying International Trade and International Business; Process of International Marketing; Domestic Marketing versus International Marketing, basic modes for entry; International Marketing Environment; Factors influencing International market selection and segmentation, Selection strategies. International Marketing Planning and Control. International Marketing Mix: International product policy and planning: International product mix, Product life cycle, product standardization and adaptation, and organization of product warranties and services. Branding, labeling, packaging, International pricing policies, the process of price setting, pricing decisions, information for pricing decisions. Terms of payment in international transactions, dumping, counter trade, transfer pricing and grey marketing. International Advertising: International advertising strategy, elements of advertising strategy, media strategy. International Distribution Management: International Distribution Channels, International distribution policy, selecting distribution channels.

Emerging issues in international marketing: Global e-marketing-The Death of Distance, communications, Targeting the individual customers, relationship marketing, interactivity, The information and communication technology .

Suggested Reading

1. 
   Vern Terpestra and Ravi Sarthy : International Marketing, Thosmson.
   
2. 
   Simon Majaro : International Marketing.
   
3. 
   John, Fayerweather : International Marketing.
   
4. 
   R. L. Varshney and B. Bhattacharya : International Marketing; Sultan Chand Publication, N. Delhi.
   
5. 
   Sak Onkvisit and John Shaw : International Marketing ( Analysis and Strategy), PHI, N. Delhi.
   
6. 
   Rakesh Mohan Joshi: International Marketing, Oxford University Press.
   

The list of cases and specific references including recent articles will be announced in the class.


MM-402: Industrial Marketing

Max. Marks: 100

External: 70

Internal: 30

Time: 3 Hours

Note: The Examiner will set the question paper in two parts encompassing the entire syllabus. Part A will comprise 10 short answer type questions of 5 marks each. Part B will comprise of 5 questions of 10 marks each. A student is required to attempt any eight questions from the part A and any 3 questions from part B.

Objectives: The objective of this course is to lay a foundation for an understanding of the complex dimension of the Industrial Marketing.
Course contents:

Nature of International Marketing: Industrial versus Consumer Marketing Management; understanding Industrial Markets; Organizational Customers; Classifying Industrial products, Unique characteristics of organizational Procurement. Organizational buying Activities, objectives in organizational buying, Purchasing’s influence on Buyer Behaviour, Psychological factors influencing individual Decision Making, strategic Planning in the Industrial Market. The Strategic Planning Process, Marketing Role in the Strategic Planning Process. Basis for segmenting Industrial Markets, Target Marketing and Product Positioning. Industrial Product Management, product development strategy, Relationship of Logistics and Physical Distribution, factors influencing pricing strategy.

Suggested Readings

1. 
   Reader Robert R. Industrial Marketing Analysis, Planning and control Englewood Cliffs, New Jersey, Prentice Hal Inc. 1991.
   
2. 
   Vitale; Business to Business Marketing; Thomson Learning, Mumbai.
   
3. 
   Havalder Krishna K, Industrial Marketing, TMH, New Delhi.
   
4. 
   Corey E Raymond, Industrial Marketing: Cases and concepts, 3^rd ed. Englewood cliffs, New Jersey Prentice Hall Inc. 1983.
   
5. 
   Gross AC Business Marketing Boston, Houghton Mifflin, 1993.
   
6. 
   Hill, Richard etc. Industrial Marketing. Homewood Illinois, Richard D. Irwin, 1975.
   
7. 
   Webster, FE. Industrial Marketing Strategy, 2^nd ed. New York John Wiley, 1979.
   
8. 
   Alexender S. Ralph cross – Industrial Marketing.
   
9. 
   Reeder Robert R., “Industrial Marketing” PHI.
   
10. 
    M.Govindarajan “ Industrial Marketing Management” Vikas Publishing House.
    

The list of cases and specific references including recent articles will be announced in the class.

MM-403: Service Marketing

Max. Marks: 100

External: 70

Internal: 30

Time: 3 Hours

Note: The Examiner will set the question paper in two parts encompassing the entire syllabus. Part A will comprise 10 short answer type questions of 5 marks each. Part B will comprise of 5 questions of 10 marks each. A student is required to attempt any eight questions from the part A and any 3 questions from part B.
Objectives: This course primarily aims at sensitising towards marketing orientation required in case of services. The same is of utmost importance for the budding managers to understand as service sector has become the cornerstone of any economy and that marketing of services require an altogether different approach as against marketing goods.

CONTENTS__SERVICES_AND_THE_ECONOMY'>CONTENTS

SERVICES AND THE ECONOMY

• 
  The growing influence of services in the economies of the countries around the globe.
  
• 
  Services and the Indian Economy: Contribution and Reasons for Growth of Services in India.
  

SERVICES AND IT’S MARKETING

• 
  Unique Characteristics of Services and Problems Associated with Services Marketing on Account of these.
  
• 
  Overcoming Challenges Associated with Services Marketing.
  
• 
  Goods-Service Categorisation.
  
• 
  Types of Services- Core and Supplementary.
  

SERVICE MARKETING ENVIRONMENT AND MIX

• 
  Prominent Environmental Factors Influencing Service Marketing.
  
• 
  A Bird’s Eye-View of Service Marketing Mix- Product, Price, Place, Promotion, Process, People, Physical Evidence and Productivity.
  

SERVICE MANAGEMENT TRIANGLE

• 
  An Introduction to the Concept and its Variants viz. Internal Marketing, External Marketing and Interactive Marketing.
  

SERVICE QUALITY, PRODUCTIVITY AND RECOVERY

• 
  Service Quality- Prominent Models.
  
• 
  Service Productivity- Measurement and Productivity Enhancement Strategies. Relationship between Service Quality and Productivity.
  
• 
  Service Recovery- Significance. Recovery Techniques.
  

SERVICE VALUE ENHANCEMENT

• 
  Service Differentiation- Significance and Techniques.
  
• 
  Service Positioning- Ways.
  
• 
  Relationship Marketing- Significance and Tools.
  

Suggested Readings

1. 
   Zeithaml, V.A, D.D Gremler, M.J Bitner and A Pandit, Services Marketing, Tata McGraw Hill, 4^th Special Indian Edition.
   
2. 
   Hoffman, K.D and JEG Bateson, Marketing of Services, Cengage Learning, Indian Edition.
   
3. 
   Lovelock, Christopher, Services Marketing, Pearson Education, 7^th Edition.
   
4. 
   Woodruff, H.E, Services marketing, Longman Group.
   
5. 
   Payne, D, The Essence of Services Marketing, Prentice Hall of India.
   
6. 
   Verma, Harsh V, Services Marketing- Text and Cases, Pearson Education.
   
7. 
   Kotler, Philip and Gary Armstrong, Principles of Marketing, Prentice Hall of India.
   
8. 
   Journal of Services Marketing, Emerald Publications
   

The list of cases and specific references including recent articles will be announced in the class.

MM-404: Strategic Marketing

Max. Marks: 100

External: 70

Internal: 30

Time: 3 Hours

Note: The Examiner will set the question paper in two parts encompassing the entire syllabus. Part A will comprise 10 short answer type questions of 5 marks each. Part B will comprise of 5 questions of 10 marks each. A student is required to attempt any eight questions from the part A and any 3 questions from part B.
Objectives: This course primarily aims at enabling the students to develop analytical skills in the formulation and implementation of market driven strategies for an organisation.
CONTENTS

The Field of Strategic Marketing

• 
  Meaning, Nature and Historical Perspective.
  
• 
  Strategic Marketing v/s Marketing Management
  
• 
  Process and Future of Strategic Marketing.
  

Strategic Analysis

• 
  Customer Analysis- Process and a Study of Key Factors Pertaining to the Analysis of Individual Customers and Organisational Customers.
  
• 
  Competitor Analysis- Rationale and Process. Types of Competitors- Market Leaders, Market Challengers, Market Followers and Market Nichers. An Overview of the Strategic Options Available to Various Types of Competitors.
  
• 
  Market Analysis- Dimensions and Process.
  
• 
  Internal Analysis- An Overview of Various Financial and Non-Financial Techniques. Shareholder Value Analysis.
  

An Overview of Alternative Strategies

• 
  Generic Strategies- Cost Leadership Strategy, Differentiation Strategy, Focused Strategy.
  
• 
  Product- Market Strategies- Market Penetration Strategy, Market Development Strategy, Product Development Strategy and Diversification Strategy.
  
• 
  Global Strategies
  
• 
  Preemptive Moves
  
• 
  Obtaining Sustainable Competitive Advantage.
  

Role of Portfolio Analysis in Strategic Choice

• 
  BCG Matrix
  
• 
  GE 9 Cell Model
  
• 
  Shell Directional Policy Matrix
  

Implementing Marketing Strategies

The Role of Structure, Systems, People and Culture.

Evaluation and Control of Marketing Strategy

Rationale and Techniques- Annual Plan Control, Profitability Control, Efficiency Control and Strategic Control.

Suggested Readings:

1. 
   Aaker, David A, Strategic Market Management, Wiley Publications, 5^th Edition.
   
2. 
   Kerin, R A and R A Peterson, Strategic Marketing Problems, Pearson Education, 12^th Edition.
   
3. 
   Cravens, W and Nigel F Piercy, Strategic Marketing, McGraw-Hill Publications, Indian Edition.
   
4. 
   Walker, B and Mullins Larrech, Marketing Strategy, McGraw Hills Publications, Indian Edition.
   
5. 
   Jain, S C, Marketing Strategy- Planning, Implementation and Control, Cengage Learning, India Edition.
   
6. 
   Kotler, P and Kevin L Keller, Marketing Management, Prentice Hall India, 12^th Edition..
   

The list of cases and specific references including recent articles will be announced in the class.

MM-405: Rural and Agricultural Marketing

Max. Marks: 100

External: 70

Internal: 30

Time: 3 Hours

Note: The Examiner will set the question paper in two parts encompassing the entire syllabus. Part A will comprise 10 short answer type questions of 5 marks each. Part B will comprise of 5 questions of 10 marks each. A student is required to attempt any eight questions from the part A and any 3 questions from part B.
Course Objective: Course objective is to acquaint students with the complexities of Marketing in Rural Areas along with marketing of agricultural produce in Indian context.

Course Contents:

Rural Marketing- Definition, Nature and Scope. Rural Markets- characteristics, importance and challenges & potential in rural markets. Rural Marketing environment. Understanding rural consumers- buying behavior models, factors affecting consumer behavior, buying process. Rural Markets and STP(Segmenting, Targeting and Positioning).Rural Marketing Mix: Product strategy- product concepts and classification, new product development, product life cycle, packaging and branding in rural India. Pricing strategy- objectives, factors affecting pricing, methods of pricing. Communication strategy- objectives, methods and challenges in rural communication. Rural Distribution strategy- distribution channels and organizing personal selling in rural markets. Role of IT in rural marketing(e-Choupals).Agricultural Marketing; concept, process and functions, types of agricultural markets, methods of sale, problems of agricultural marketing, Role of Central and State Governments Institutions and organizations in agricultural marketing. Agricultural Price Commission. Nature, scope and role of co-operative marketing in India.

Suggested Readings:

1. 
   Balram Dogra and Karminder Ghuman: Rural Marketing-Concepts& Practices, Tata
   

McGraw-Hill Publishing Company Ltd.

2. 
   Awadhesh Kumar Singh and Satyaprakash Pandey: Rural Marketing- Indian
   

Perspective, New Age International (P) limited Publishers.

3. 
   Pradeep Kashyap and Siddhartha Raut: The Rural Marketing, Biztantra
   
4. 
   C.S.G Krishnamacharyulu and Lalitha Ramkrishnan: Rural Marketing- Text & Cases,
   

Pearson Education Asia.

5. 
   K.S.Habeeb-Ur-Rahman: Rural Marketing In India, Himalaya Publishing House.
   
6. 
   Ramkishen. Y: New Perspectives In Rural and Agricultural Marketing, Jaico Publishing House.
   
7. 
   T.P.Gopalaswamy: Rural Marketing, Vikas Publishing House Pvt. Ltd.
   

The list of cases and specific references including recent articles will be announced in the class.

MM- 406: Marketing Communication Strategy

Max. Marks: 100

External: 70

Internal: 30

Time: 3 Hours

Note: The Examiner will set the question paper in two parts encompassing the entire syllabus. Part A will comprise 10 short answer type questions of 5 marks each. Part B will comprise of 5 questions of 10 marks each. A student is required to attempt any eight questions from the part A and any 3 questions from part B.
Objectives: This paper aims to provide a sound understanding of and an integrated approach towards marketing communications mix